via : The consumer trap, April 20.
That’s simply logical. Marketers are constantly looking for new manipulation tactics, and race one another to invent and expand them.
What is the general quality of all the now-normal “green” marketing? For that, listen to a true exception — a publicly honest marketing practitioner. Quoted in this week’s Advertising Age is Steven Addis, CEO of branding consultantcy Addis Creson:
This month I’ve definitely seen a lot of companies that I never would have associated with green popping up. Companies are saying, ‘We need something to green ourselves up, so let’s sponsor Earth Day.’ It’s really now in this hype curve.
Addis says he has developed a general rule-of-thumb about the nature of the greenwashing problem. It’s worth quoting:
I call it the 95-5 rule. Five percent of somebody’s business is green, but 95% of their PR is green.
2 則留言:
well done, Nice and informative blog. wondering where are you based? in Taiwan/ UK? ( I am doing MA in uk. sustainable product design. would love to hear from u.)
hi
this is Terence.
i find you are very professional and interested in Green Business.
i am interested to start up a green and social enterprise.
i am not sure whether you are doing the same thing.
anyway, we can discuss!
my email: aterence@gmail.com
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